In a presentation at the 2016 Neuromarketing World Forum, Aaron Reid of Sentient Decision Science joined NeuroStrata's Thom Noble to share how creative agencies can use neurotools to optimize their creative works in progress. The pair presented the concept via the story of one particular production company in London: Saddington Baynes. Note: These slides do not contain the complete NMWF presentation.

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Measuring the emotional impact of
digital imagery on consumer behaviour.
Optimizing Creativity Through Neuroscience

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The Emotive Power of Imagery

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Pioneering CGI

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Pioneering CGI

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Pioneering CGI

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Saddington Baynes : Creative Production Specialist

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Art and Science?

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Introduction

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Saddington Baynes : The Draw of Neuroscience

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Saddington Baynes : The Draw of Neuroscience

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But Are Gut Instinct Enough?

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Resistance to Traditional Measures
Measuring the emotional impact of creativity
has been a challenge using traditional research tools

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Creative Industry Resistance to Traditional Measures
Doesn’t feel
right
Biggest gulf in credibility
for traditional tools

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Over-reliance on Rationalized Research >>>>Emasculation

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Energy Suppressed

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Emotion Flattened

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Great Campaigns Lost in the Bin?

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Fresh Approach? Fresh Obstacles?

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Client v Agency

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Shackled or Liberated?
New Image

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Client Push v Agency Pull
Desire
Affordability
Speed
Agency Differentiation

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Intro to Engagement Insights

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MOTION
SENSOR
Insight
Neuro
FascinatingRetail
Saf
ari
Emotio
n
Behaviour
Engagement Insights : Selection of Approach

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Engagement Insights™
VW
Reliability
Worry
Risky
Safari
Reassurance
Trust

25. True implicit research technology

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DON’T THINK OF A WHITE BEAR
AUTOMATIC, IRREPRESSIBLE COGNITION

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DON’T FEEL ANY EMOTION

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implicit research technology, n. A specialized set of
indirect research tools that can reveal System 1 processing by
measuring unintentional and uncontrollable responses to stimuli.
Implicit research techniques must not be direct,
deliberate, controllable self-assessments.
- Nosek, Hawkins & Frazier, 2011

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“FAST EXPLICIT” TECHNIQUES
REQUIRE AN EXPLICIT
JUDGMENT (INTENTIONAL &
CONTROLLABLE) AND OFTEN
MEASURE THE RESPONSE TIME
(INDIRECT) – MEETING ONLY ONE
OUT THREE IMPLICIT CRITERIA
Does Response Latency = Implicit?

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An Example of True Implicit

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Implicit emotional associations with brands

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Implicit emotional associations with creative assets

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Implicit emotional associations with creative assets

34. Does it really matter?

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CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
BRAND RESPONSE LATENCY
(“FAST EXPLICIT”)
r = .88
“Fast Explicit” Brand Liking
ConsciousPreference
forFeaturedBrands
Implicit measures should be additive (different in a meaningful way)

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CONSCIOUS BRAND
PREFERENCE
(DERIVED FROM MAX DIFF)
SUBCONSCIOUS EMOTIONAL ASSOCIATIONS
(“TRUE IMPLICIT”)
Sentient Prime® True Implicit
Emotional Associations With Brands
r = .46
ConsciousPreference
forFeaturedBrands
Implicit measures should be additive (different in a meaningful way)

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0.63
0.43
0.35
USA Today Admeter Fast Explicit
True Implicit
Correlation with Behavioral Contagion
(source: Digital SOV iSpotTV top 20 ads)
VALIDATION OF SENTIENT PRIME® TRUE IMPLICIT

38. Global, Mobile, True Implicit

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Device, OS and Web Browser Agnostic =
representative true implicit research
technology.
GLOBAL. MOBILE. TRUE IMPLICIT.

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WITH OVER 100 MILLION SUBCONSCIOUS ASSOCIATIONS MEASURED
ACROSS THE GLOBE IN THE LAST YEAR ALONE, SENTIENT PRIME® HAS
THE LARGEST DATABASE OF CONSUMER IMPLICIT ASSOCIATIONS IN
THE WORLD

41. Automation

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Scientifically valid true implicit tests ready in under five minutes

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Automated design and analysis enables rapid test & learn

44. In the voice of the Creatives

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How are you now using Engagement Insights day to day?

46. Engagement Insights™
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Exploration
Testing Examples

47. Engagement Insights™
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Attribute Selection

48. Engagement Insights™
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Case Study 1: PreVis vs Final imagery

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Pre-vis - a strong indicator of attribute resonance
PreVis Final image

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PreVis - a strong indicator of attribute resonance
PreVis
Final

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Pre-vis - a strong indicator of attribute resonance
PreVis Attribute scores

52. Engagement Insights™
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SB Post production- amplify the engagement
Final Attribute scores

53. Engagement Insights™
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Visual Saliency
Heat map Fog map
NSX PreVis

54. Engagement Insights™
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Visual Saliency
NSX Overhead w/ flare
Heat map Fog map

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Asics Example

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Methodology
Most widely used parameters:
• Car Colour
• Car Angle
• Choice of grade or trim level
• Style of Lighting
• Choice of location / studio
• Static or Action
• With or without Talent
• With or without visual effects
We vary one parameter at a time to reduce ‘noise’ in data

57. Engagement Insights™
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Case Study 2 - Test NSX02

58. Engagement Insights™
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Case Study 2 - Test NSX02

59. Engagement Insights™
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Test Images - NSX02
NSX Front ¾

60. Engagement Insights™
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Test Images - NSX02
NSX Garage Look Left

61. Engagement Insights™
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Test Images - NSX02
NSX Rear ⅞

62. Engagement Insights™
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Test Images - NSX02
NSX Rear ¾ motion

63. Engagement Insights™
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NSX Front ¾
Visual Saliency
Heat map Fog map

64. Engagement Insights™
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NSX Garage Look Left
Visual Saliency
Heat map Fog map

65. Engagement Insights™
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Test Images - NSX02
NSX Rear ⅞
Heat map Fog map

66. Engagement Insights™
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Test Images - NSX02
NSX Rear ¾ motion
Heat map Fog map

67. Engagement Insights™
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Test Images - NSX02
NSX Rear ¾ motion

68. Engagement Insights™
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Change 1 visual axis - Motion
NSX Rear ¾ static

69. Engagement Insights™
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Test Images - NSX02
NSX Garage Look Left

70. Engagement Insights™
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Change 1 visual axis - Direction
NSX Garage Look Right

71. Engagement Insights™
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Test Images - NSX02
NSX Front ¾

72. Engagement Insights™
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Change 1 visual axis - Vehicle
HRV Front ¾

73. Engagement Insights™
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Test Images - NSX02
NSX Rear ⅞ red

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Change 1 visual axis - Colour
NSX Rear ⅞ blue

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NSX Full Study

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What of the Future?

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Key Takeaways?